I really appreciate your marketing scales database online. It is an important resource for both our students and our researchers as well. Since my copies of the original books are slowly disintegrating due to the intensive use, I am happy that you are making them available in this way. It is very helpful in the search for viable constructs on which to do sound scientific research.
Attitude Toward the Ad (Divergence)
The scale has five, seven-point Likert-type items that measure the degree to which a person believes a particular advertisement contains elements that are novel or unusual and yet artistically arranged.
Key Words